Who cares if a Samsung device has a slightly different UI than one from HTC? .... Nothing the car-brand-switching and TV-brand-switching crowd can't handle.

In a car the standard UI components are the steering wheel, accelerator, brake (and clutch if manual), gear / transmission selector, indicators, headlights and wipers. Everything else is like add-on apps that have their own UI. All of the car's standard UI components have been standardised on nearly everything the average user will ever buy - with the only exception being the indicator and wiper selectors which can be on alternate sides of the steering column depending on the origin of the vehicle, and in a few cases the location of the headlight switches. Similarly the common UI components on TV's have been standardised - channel selectors (+/-), volume selector (+/-), power button with the red power symbol on it, etc.

The reason for this is that car-brand-switching and TV-brand-switching group are the same category of people who had a perpetual 12:00 flashing on their video recorder, and that is what is at the heart of Job's comment. Anyone who has spent any reasonable amount of time in IT support dealing with the general public will understand just how important it is, and it's the very reason the likes of Samsung are putting their own custom UI on Android - to get users used to their device's UI so when they buy their next one they look for something exactly the same.

Why the tiny keyboard on the 3.5" iPhone is all good is a mystery to all.